Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Brazil’s cost-per-click (CPC) sat well below the global benchmark across this 13‑month window, trading at a much lower absolute level but with sharper relative swings. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for All industries in Brazil compared to the global benchmark.
Brazil’s median CPC averaged roughly $0.21 between June 2025 and June 2026, starting the period at $0.37 (June 2025) and ending at $0.33 (June 2026) — an overall decline of about 11% from start to finish. The monthly range was wide in absolute terms: a high of $0.37 (June 2025) and a low of $0.11 (December 2025). By contrast, the global baseline averaged about $1.07, ranging from roughly $0.92 to $1.29.
Relative positioning is striking: on average Brazil’s CPC ran at roughly 20% of the global level (about an 80% gap). The nearest monthly gap occurred early in the series (June 2025) when Brazil was ~34% of the global CPC; the widest gap hit in December 2025, when Brazil was only ~11% of the global median. Volatility in Brazil measured about $0.05 average absolute monthly movement and a standard deviation near $0.08 — numerically similar to the global SD but substantially larger as a share of the mean (Brazil ≈ 37% relative volatility vs global ≈ 8%).
The rhythm of Brazil’s CPC shows a clear softening through the second half of 2025: a steady slide from $0.37 in June to the year’s trough at $0.11 in December (roughly a 70% drop). The start of 2026 brought a modest rebound through March (to $0.17), a brief dip in April, and then a pronounced lift in late spring with May and June 2026 climbing back toward mid‑year levels ($0.24 and $0.33, respectively). Global behavior was flatter by comparison, with a notable Nov 2025 spike in the baseline that Brazil did not mirror in magnitude. These month‑to‑month swings create a seasonal feel where Q4 produced the softest CPCs in Brazil, followed by a rebound into Q2 of 2026.
Viewed against global CPC trends, Brazil was consistently below average — sometimes substantially so. While the global baseline hovered around $1.07 and showed modest seasonal bumps (notably November 2025), Brazil’s pattern was choppier and more strongly seasonal in relative terms. In percentage terms Brazil trailed global levels by roughly 60–90% depending on the month; at the narrowest point Brazil was about one‑third of global CPCs, and at the widest it was barely one‑tenth. That combination produces lower absolute cost-per-clicks but higher relative volatility month over month.
Understanding Facebook Ads cost-per-click benchmarks for all industries in Brazil helps advertisers evaluate country-specific ad costs and compare industry ad performance to broader CPC trends and CPM analysis globally.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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